In today’s rapidly evolving digital landscape, Sherub Marketing has emerged as a distinctive strategy, blending the charm of cherubic imagery with the growing trend of sharenting to establish strong emotional connections. Despite the growing prevalence of Sherub Marketing, there remains a significant gap in understanding how parents perceive this strategy, as no existing scale effectively captures the dimensions of perceived Sherub Marketing. The purpose of the study is to develop and validate scale to measure Perceived Sherub Marketing in social-commerce (S-commerce) context.
The scale was designed and validated through a series of four steps. Process involved generating items based on an in-depth literature review, followed by exploratory and confirmatory factor analyses. Psychometric evaluations, including tests for reliability, construct validity and nomological validity, ensured the robustness of the scale.
The proposed scale (17-items, five-dimensions) demonstrated strong psychometric properties across all steps. Findings revealed that Perceived Sherub Marketing has a significant positive impact on purchase intention, confirming its nomological validity. The five dimensions of the scale provide a comprehensive framework for understanding consumer perceptions of this marketing approach in S-commerce.
Research contributes to marketing theory by offering insights into sharenting and emotional marketing strategies in the digital era. For managers, it provides a practical tool to evaluate consumer perceptions and develop more effective Sherub Marketing campaigns to increase engagement and drive purchase behavior.
This study is the first to conceptualize and measure Perceived Sherub Marketing in S-commerce, addressing significant research gap and setting the stage for future work in this emerging area.
